Principles of Marketing, 17/e

13 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

Retailing and wholesaling consist of many organizations bringing goods and services from the point of production to the point of use. In this chapter, we examined the nature and importance of retailing, the major types of retailers, the decisions retailers make, and the future of retailing. We then examined these same topics for wholesalers.

Objective 13-1 Explain the role of retailers in the distribution channel and describe the major types of retailers. (pp 368–375)

Retailing includes all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use. Retailers play an important role in connecting brands ...